Yesterday, Samsung started promoting a cryptic site, tgeltaayehxnx.com, which sported nothing but a countdown due to run out about half an hour ago, at 4am Pacific time. The most observant souls quickly figured out that the domain is an anagram for thenextgalaxy.com, a site registered by the same advertising agency (The Upper Storey) and, to our disappointment, password protected.

Come 4am, and password protected it is no more, revealing [if you can get through]... only the next in a series of teasers - a video and a sign-up form. Sorry, folks, I'm not sure what you were expecting (and why I set an alarm for 4am this morning), but that's about it. The familiar blue and silver pebbles that we've already seen on the London invitation show up in the video, along with pretty unambiguous jabs at Apple and its sheep-like iCrowd (what a surprise). Unfortunately, at first glance there are no details about the device or its capabilities.

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At this point I just want to fall back to sleep (shouldn't have a problem with that - thanks again for the nice 4am launch time, Sammy, really appreciate it) and wake up in 10 days when the drama is over.

P.S. Samsung, if you're launching a massive Internet campaign, perhaps an investment into a few servers is in order (because it seems like yours are powered by the very same sheep you just made fun of).